One of the biggest goals chased by travel companies and their goal manager is increasing their conversion rate.
The process of converting a website visitor into a travel customer is a rigorous and complicated task. But using the right strategy can empower the company to become masters in the art of conversion.
Below are 6 tips we have prepared to help you excel as a travel conversion goal manager.
1. Concurrent Testing Process
There are many ways to optimize a website. Certain user interfaces and layouts provide for better conversion and customer traffic than others. A scientific method can help you figure out which works best for you. By experimenting with A/B testing, you can get a grip on what actually works and turn that into a strategic plan. A successful test will occur when there is enough traffic to make conclusions—that is to say: a sufficient sample size. This will help tweak the small things that make big differences in attracting customers. The more data you have, the more confident you can be in your results.
2. Make the booking process less complicated
You should look for ways to make the final step in conversion, booking, less complicated. Once the checkout stage is reached, provide the customer with all the information they need in a less confusing way. Focus on the most relevant information. One successful approach is to confirm the customer’s booking upfront and accept payment at a later date. Customers using their mobile phone may want to book as quickly as possible rather than filling out a ton of forms on their tiny screen. Fewer steps and a faster pace is almost always welcomed by mobile customers.
3. Make the product more appealing for customers
If you are losing leads halfway through the booking process, you have to find out what flaws in your process are causing this. Various problems could be to blame. One thing you should look at is the way your product’s features and benefits are presented. You want to make sure each customer is exposed to your pitch as you sell your service’s strongest points. By surveying all the information collected, analyze and reach conclusions about customer preferences. Use targeting techniques to emphasize the features of either the underlying travel product, such as the flight, hotel, or rental, or ancillary features and benefits such as refund policy, no-fee itinerary changes, or rewards program.
4. Cut off distractions and hurdles
Conversion is not only about what you do, but what you don’t do. It is important not to place too many hurdles or distractions on the road to booking. A streamlined booking process propels the customer through each stage and results in higher conversion than a clunky, punctuated one.
Do not give up on customers who do not immediately convert- they may not be lost forever. Given the right attention and targeting, they may very well return. Most customers check in on products multiple times during the research process. This is where re-targeting makes a huge difference. You already know the customer is interested, so take advantage of that lead and target them again. Streamline their checkout and provide benefits to stand apart from the competition. A combination of promotional discounts, notifications, and targeted ads can go a long way in the retargeting process.
6. Keep it real
You can leverage testimonials, feedback, and reviews to make the sale to new customers. This is a classic technique that still pays off. After all, real people using word of mouth advice can be a powerful tool even in the technology age.
A goal manager has the critical task of conversion. The key factor to make this process successful is consistent monitoring, testing, screening and reinforcement of data/strategy. Plans change and so do needs thus a good plan today might not be good tomorrow. Data collection, analysis, and outcomes can make the process much more effective.